This event report shows how Honey Maid, the brand of graham crackers made by Mondelez International, adopted a "fearless" approach to repositioning a traditionally low-interest product. View Summary

This event report shows how Honey Maid, the brand of graham crackers made by Mondelez International, adopted a "fearless" approach to repositioning a traditionally low-interest product.

In an attempt to engage millennials' parents, the brand wanted to demonstrate that its traditional emphasis on wholesomeness was very much in tune with present-day America.

It created messaging based around modern families – from same-sex couples to body-art enthusiasts – not the nostalgic image of yesteryear.

While its campaign was the subject of some push back, the number of positive comments outnumbered the negatives by ten to one.

Helped by this campaign, Honey Maid’s sales rose in the high single digits – a strong result in a mature category.

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Speed Read - Guilt Trip: From Fear to Guilt on the Green Bandwagon

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Michael Chadwick, Warc Exclusive, March 2010

This article, which originally appeared in the March 2010 edition of Admap, summarises "Guilt Trip: From Fear to Guilt on the Green Bandwagon" by Alex Hesz and Bambos Neophytou. View Summary

This article, which originally appeared in the March 2010 edition of Admap, summarises "Guilt Trip: From Fear to Guilt on the Green Bandwagon" by Alex Hesz and Bambos Neophytou. It explores the role of emotional blackmail in mass communication.

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The ten most controversial ads of 2007

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Stephen Whiteside, Warc Exclusive, April 2008

This article discusses the ten ads which received the most complaints to the Advertising Standards Authority in 2007. View Summary

This article discusses the ten ads which received the most complaints to the Advertising Standards Authority in 2007. As well as providing some background information regarding the ads, it also contains a mixture of video and images relating to the relevant TV spots, posters and press campaigns.

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Gustibus Non Est Disputandum

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Keith Reinhard, Classic Speeches - 4As, 2001

In this 2001 4A's (the American Association of Advertising Agencies) speech, Keith Reinhard, chairman of DDB Worldwide, discusses issues of taste and decency in advertising. View Summary

In this 2001 4A's (the American Association of Advertising Agencies) speech, Keith Reinhard, chairman of DDB Worldwide, discusses issues of taste and decency in advertising. Reinhard argues personal taste is individual choice - meaning that care should be taken on labelling an ad or ad strategy as "bad taste" - but concedes that he is "bothered and embarrassed" about some of the more provocative and extreme ads he has seen recently. Agencies are "on the hook" for whether or not to produce bad taste ads - the choice is theirs to make.